⊿ Point. {R} Glossary. ◢ Keyword: U. ◥ University. {q} PhD. {tr} Training. ⚫ UK. ↂ EndNote. ☢️ Theory. ☝️ Weerakkody. Uses and gratifications theory. Uses and gratifications theory (UGT) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. UGT is an audience-centered approach to understanding mass communication.[1] Diverging from other media effect theories that question "what does media do to people?
", UGT focuses on "what do people do with media? "[2] This communication theory is positivistic in its approach, based in the socio-psychological communication tradition, and focuses on communication at the mass media scale.[3] The driving question of UGT is: Why do people use media and what do they use them for? UGT discusses how users deliberately choose media that will satisfy given needs and allow one to enhance knowledge, relaxation, social interactions/companionship, diversion, or escape.[4][5][6] It assumes that audience members are not passive consumers of media. Uses and gratifications approach[edit] Assumptions of the theory[edit] Heuristic approach of UGT[edit] History[edit]